Abstract [en]

Customer satisfaction has become an increasingly important factor over the years and companies are starting to realize how important it is to satisfy their customers. This study aims to investigate which the most influential factors behind customer satisfaction are. This led to the creation of the following research question:

Which are the most influential factors that affect customer satisfaction in Swedish banks?

The research question was answered by the statistical testing of nine hypothesizes. The statistical analysis was done using multiple regression analysis as well as an independent t- test. The data for the analysis was collected through the distribution of 175 surveys, which were handed out to students at Umeå University in Sweden.

The result of the data analysis showed that 59.7 % of the variance in customer satisfaction was explained by four variables. These variables were: appearance, competence, trust and word of mouth. These four variables were found to significantly affect customer satisfaction. The study also showed that there were no differences between genders regarding customer satisfaction.

This study contributes to the area of research by identifying the variables that are the most influential on customer satisfaction in Swedish banking. The methodology and the results of this study could also be of help to other researchers who wants replicate the study in order to identify the factors behind customer satisfaction in their own respective countries.